Since we've discussed both Clorox Green Works and the Sierra Club in recent weeks, I thought I'd post the link to an interesting article I read in Time magazine:
http://www.time.com/time/magazine/article/0,9171,1722260,00.html
In addition to discussing Clorox's widely publicized foray into the natural cleaning supplies market, the article also mentions that Green Works products will carry the Sierra Club logo in an effort to bolster Clorox's "eco-cred." In return, the Sierra Club will receive a portion of Green Works' sales and, per the Gourville & Rangan article, presumably some second-order benefits (increased exposure and public awareness of environmental issues) as well.
First Wal-Mart, now Clorox. The Sierra Club continues to jump into bed with Corporate America in an effort to advance its cause. It will be interesting to see if the benefits accrued from this latest CRM marketing partnership with Clorox will outweigh the inevitable backlash the Sierra Club will get from certain members of its constituency.
Subscribe to:
Post Comments (Atom)
1 comment:
I think it’s also important to note, per the Gourville and Rangan article, that the Sierra club should caution against too many relationships so as to not confuse stakeholders or cause brand deterioration. Personally, I think that cause-marketing is a great idea, so long as the partnership makes sense for both entities. While I understand that awareness is very important for NPO's in order to attract resources, it’s also important not to overextend one’s self.
Post a Comment